MetService.com, a weather site in New Zealand, recently put up this empty (but nonetheless branded!) billboard frame in Auckland, through which it offered "real-time weather reports." Ha. As a gimmick, I suppose it's amusing enough. Of course, it's hard to tell the temperature from looking at the sky—and that's the major thing people check real-time weather reports for. Fun idea—but just not as clever as they think it is. Agency: Y&R. Check out the case-study video below. Via Adland.